"Even as TikTok's U.S. ownership shake-up fuels uncertainty and some audience drift, Vita Coco is staying put, keeping the platform central to its social marketing without mistaking it for a permanent foundation. That stance, according to its CMO Jane Prior, isn't denial. It's restraint. When talk of a U.S. deal first surfaced, the brand adjusted its expectation and kept moving. Now, the uncertainty just reads like the cost of doing business in an internet era where platforms wobble as often as they win."
"Because leaving would mean abandoning years of momentum - the audience, the creative fluency and the cultural muscle memory - its marketers have been stacking there since 2021. Over that period, TikTok has grown to account for around 70% of its social spend, which is the bulk of its marketing outlay. Until the floor actually caves in, Vita Coca's marketers are still running plays."
"On Jan. 22, the same day the app's U.S. ownership deal was ratified, creator Romeo flipped a Vita Coca jingle after the brand reached out amid his viral Dr Pepper moment. What followed was the kind of fast moving brand-creator loop TikTok has become known for. Eight days in, Romeo's Vita Coco video had racked up roughly 34.5 million views, according to the brand. In doing so, its own account added more than 130,000 followers."
Vita Coco keeps TikTok central to its social marketing despite U.S. ownership uncertainty, treating platform instability as a normal business cost rather than a signal to exit. Years of momentum — audience, creative fluency and cultural muscle memory built since 2021 — underpin the decision. TikTok now represents about 70% of the brand's social spend, forming the bulk of its marketing outlay. Creator-driven moments produced fast, measurable gains: a viral creator video reached roughly 34.5 million views and added more than 130,000 followers, while Google searches spiked to a four-year high and purchase-intent posts proliferated.
Read at Digiday
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